When you need a go-to marketing tool that will give you flexibility, measurability, ease of production and cost effectiveness, direct mail is usually the right way to go. Direct mail pieces are read by 77 percent of adults, according to the U.S. Postal Service, making it a highly visible medium for any message you want to deliver.
Not all direct mail is created equal, however. There are three most commonly used types and choosing the right option depends on your needs.
The traditional envelope package
This usually contains a letter and envelope, a brochure and a business reply card or envelope. This is the most commonly used type of direct mail and it has a higher response rate and better ROI than other formats.
The envelope package is great for information sharing because the multiple inner pieces provide more space for complex messages. Try it for a new product launch or an introduction to your company capabilities. Use the response card to offer a product demo or free sample.
Also called foldovers, these pieces are simple and generally inexpensive to produce. In a tri-fold, for example, you can use two panels for sales copy and the third as a detachable mail-back piece.
A common use for this format is event promotion. Self-mailers provide enough space for a relatively simple message and are easily passed from person to person, increasing the amount of people who might see your message.
Postcards are perfect for announcements of all sorts—a sale, an open house, a new product or service, a new location, even as thank yous for a recent purchase. Postcards can also be used as coupons that drive traffic to retail locations.
Postcards are the most likely to be read, however, they do have a lower response rate than larger formats. In response to that challenge, many vendors are now offering large or jumbo postcards.